Surrogate ads via CSR under scrutiny

The CCPA has invoked Clause 13 of the existing guidelines for the prevention of misleading advertisements

- Dhirendra Kumar

The Central Consumer Protection Authority (CCPA) is drafting rules to stop businesses from promoting items such as liquor and tobacco under the guise of corporate social responsibility (CSR) initiatives, two people aware of the matter said.

The consumer protection body plans to release draft guidelines to lay down clear parameters for what constitutes surrogate advertising and clamp down on brands exploiting CSR and sponsorships to indirectly promote goods that are banned for advertisements, they said.

Mint first reported on 14 March that the government is coming out with stricter guidelines to put a check on surrogate ads.

According to the draft seen by Mint, any promotional activity, including CSR campaigns, that suggests a connection to a prohibited product will fall under the ambit of surrogate advertising.